I don’t know about you, but I don’t know where the time goes in summer.

If it’s not catching up with friends with food and drink flowing, it’s heading out on a well-earned getaway — if I’m lucky! If it’s not that, then it’s tuning into one world-stopping sporting event after another — 2024 has been particularly generous in that regard. Then there’s Father’s Day, birthdays, community events … and suddenly it’s Christmas.

Yes, yes … I’m exaggerating slightly. That being said, just one look at the event calendar for the summer: You can see weekdays and, especially, weekends are booked up with unmissable events and perfect opportunities to spend quality time with your nearest and dearest.

Of course, such a busy calendar is a dream for those with a knack for tactical ads. This is especially true if brands directly align with the event at hand.

However, as you’ll see in my list below, sometimes being completely unrelated is no impediment to a canny brand’s ability to get involved with what’s occupying news brands’ diverse readerships.

Below are just a few masterful tactical ads from the summer that show how brands can speak to what’s on the mind of the nation.

Habitat

With both the England men’s and women’s football teams raising the nation’s expectations with some fantastic performances recently, brands have really upped their game when it comes to showing their support.

While there were many brilliant ads from England’s run to the final at the summer’s Euros in Germany, this one caught my eye for its clever use of the Three Lions’ bete noir: the penalty shootout.

The National Lottery

June means Father’s Day is imminent, but with a full summer calendar, finding the time to get the right gift can be a challenge.

The National Lottery used some fantastic contextual placements this summer to make its own gift suggestion, including leaning on its Olympic sponsorship for more feel-good gift ideas in July and August.

Uber Eats

Admittedly eating is usually a year-round affair, but the smell of sizzling barbecues evokes glorious summer sunshine.

Hungry readers beware: Uber Eats knows exactly how to get mouths watering with its humorous “hot grill summer.”

Grace

The August bank holiday means one thing: Notting Hill Carnival time. Grace Foods brings the taste of the Caribbean to the recipe page. Jerk chicken, anyone?

EDF Energy

Sorry to burst the summer bubble but winter is coming (hopefully not anytime soon, though). Even though it was still August, the week’s headlines included news that energy bills could soar by 10% starting in October, just as energy usage is set to increase.

EDF Energy and its dynamic active wrap to the rescue: This great digital campaign puts a cap on the energy price cap, helping readers heat homes for less.

Tesco

Speaking of bursting the summer bubble, the new school year is just around the corner too, with kids heading back to classrooms in September.

Tesco, never too far away from a well-timed pun, leads the charge for school uniforms that make the grade.

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